2018
THE LEGO GROUP MARKETING PLAN
PRINCIPLES OF DIGITAL MARKETING FERNANDO ORTENBLAD SIGAUD The Lego Group
Contents 1.0 Executive Summary ...... 3 2.0 Situation Analysis ...... 4 2.1. Brand Profile...... 4 2.1.1. Brand Description ...... 4 2.1.2. Brand Positioning ...... 4 2.1.3. Brand Assets ...... 4 2.2. Market Summary ...... 5 2.2.1. Demographics ...... 5 2.2.2. Market Wants ...... 5 2.3. Market Trends ...... 6 2.4. Market Size and Growth ...... 6 2.5. Buyer Profiles ...... 6 2.5.1. Buyer Personas ...... 6 2.5.2. Buyer Needs and Wants ...... 7 3.0 Competitive Analysis ...... 8 3.1. Primary Competition ...... 8 3.2. Competitor Products/Services and Pricing ...... 8 3.3. Competitor Positioning and Market Share ...... 8 3.4. Competitor Marketing Analysis...... 9 3.4.1. Keyword Utilization ...... 9 3.4.2. Website Design and Usability ...... 9 3.4.3. Social Media Utilization ...... 10 3.4.4. Other Marketing Tactics ...... 10 3.5. SWOT Analysis (or STEEPLE)...... 11 4.0 Marketing Strategies ...... 12 4.1. Promotional Goals and Objectives ...... 12 4.2. Marketing Action Plan ...... 12 4.3. Integrated Marketing Communications ...... 13 4.4. Customer Acquisition, Customer Retention, Conversion ...... 14 5.0 Content Publishing Plan ...... 15 5.1. Distribution Strategy...... 15 5.1.1. Brand Key Messages ...... 15
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5.1.2. Message Targeting ...... 16 5.1.3. Message Placement ...... 16 6.0 References ...... 17 7.0 Appendices ...... 20 A. Editorial Calendar...... 20 B. SWOT Analysis ...... Error! Bookmark not defined. C. Tactical Action Plan ...... 20 D. Keywords ...... 21
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The Lego Group
1.0 Executive Summary The Lego Group is a Danish toy manufacturer company focused on creating Lego bricks, that consists of colorful interlocking plastic bricks accompanying an array of gears, mini figures, and various other parts (lego.com, 2018). The Lego Group use imagination to inspire new ways to delight their brand fans. With continuous innovation and brand loyalty, Lego uses their bricks products to create new ways of playing for children in both genders and adults with a young heart. As a popular product sold all over the world, Lego is fun for children and adults of all ages, with more than a thousand products sets and several collections. Lego over the past five years started to develop movies, video games, and theme parks to keep up with new trends and consumer needs. The purpose of this marketing plan is to outline how The Lego Group can attract and retain customers, compete against competitors, create marketing strategies and distribute content. The plan is divided into four parts, first situation analysis that focuses on presenting the Lego brand, their primary assets and demographic, followed by specific buyer personas and the buyer's needs and wants for Lego products. Second, will present a competitive analysis, that will focus on toy manufactures due to their intense competition over the years and because Lego core product is toys. This section will detail what Lego mains competitors, Mattel and Hasbro are creating and analyze if they use wisely their social media platforms, websites, and keywords. A SWOT analysis will conclude this section, to compare Lego with their competitors. Third, Lego Marketing strategies, to explain Lego new promotional goals and an action to promote Lego products to engage and call customers attention to purchase Lego products. Finally, to conclude a content publishing plan that will explain Lego distribution strategy, key messages, and targeted message.
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The Lego Group
2.0 Situation Analysis 2.1. Brand Profile 2.1.1. Brand Description The Lego Group is the second largest toy manufacturer in the world. As private family-owned company from Denmark, Lego sells their products all over the globe with quality, originality and creativity. A company committed to the development of children’s, that aims to inspire the builders of tomorrow through creative play, fun and imagination (Lego.com, 2018). 2.1.2. Brand Positioning The Lego Group use imagination to inspire new ways to delight their brand fans. With continuous innovation and brand loyalty, Lego uses their bricks products to create new ways of playing for children in both genders and adults with a young heart. Where Lego use their bricks products to develop new ways to have fun, increase creativity and make relationships get closer. 2.1.3. Brand Assets Being one of the biggest toys manufactures in the world, The Lego Group have different products and assets that combined manage to show to customers the power of the brand. The Lego Logo is simple, unique and with three colors that manage to call any children attention when they look at the shelves in a toy retailer. A word that remembers a good quality of play, and inspires imagination, and creativity. Another logo relevant to the brand is Legoland, that appeal to nine theme parks located worldwide that targeted families that are looking for an interactive theme park, where their children's can explore their imagination inside the Lego world. Finally, the products, where since the start of the company up to nowadays Lego has created thousands of products sets and have been expanding their brand in recent years to video games, theme parks, and movies. Using the famous Lego bricks, the company are capable of recreating Star Wars spaceships, dragons, boats and any other product to attract customers attention and show to them the best of Lego.
Lego Logo Legoland Parks Logo Lego Star Wars Millennium Falcon Set
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The Lego Group
2.2. Market Summary 2.2.1. Demographics Lego main customers are children's between the ages of 5 to 12 years old and parents that are looking for products where their children can learn while playing. Over the last twenty years due to the competitive market, Lego has to increase their demographics reach, focusing on specific demographics to spread their popularity throughout the world. Above are three particular demographics that Lego can reach due to their products. First, Legoland Florida customers, that consists in 28-35 years old women, married, with children between the ages of 4-10, fulltime job with a household income of $100,000 a year, living in Florida. Search the product to connect and have more time with the children's, want to have a fun family vacation once a year. Prefer theme parks that allow her children to explore their imagination and interact while playing. Second, the Star Wars fans base, that consists 24-30 years old men, single, graduated from university, living by himself in San Francisco, working for three years in a tech company, earning approximately $60,000 per year. Star Wars fan that use to have Lego toys when he has a kid. Buy the product because he is a nostalgic millennial, loyal to the Lego Brand. Prefer to buy the product every time that have a new Star Wars movie released, to get updated on Lego Star Wars products. Third, the video game lovers, a niche of 16-20 years old single man, who recently started college in South Carolina. Living alone with the help of his parents and college aid. Lego and video games fans. Since he did not have income is difficult to be brand loyal. However, with the money he receives from his parents to pay rent and college, he manages to buy once a month a video game to play during his free time. These three demographics groups, enable Lego to target different categories of consumers who perceive the full value of certain products and services differently from one to another (Investopedia.com, 2018). 2.2.2. Market Wants The toys market is driven by innovation, technology developments, and launch of smart toys and educative games (strategy.com, n.d). Children also change rapidly, as do their playthings. Once upon a time, toys were something a child held. Then they were something a child played on a screen. Then they were things as likely to be collected by adults as loved by a child. Now they are often all these things all at once (npd.com, 2018). Since the toy market has become a dynamic market, toys manufacture needs to create different types of products to satisfy each customer needs. A market where consumers are price sensitive and the same time look for products with quality. Being inside competitive market, The Lego Group needs to keep up with innovations and create products that bridge the gap between normal toys and video games and to accomplish the market needs. They have to grow concerns
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The Lego Group
over the children and revive the interest in standard toys and continue to incentive creativity play. 2.3. Market Trends The toy industry continues to do an incredible job in keeping pace with innovation and trends beyond the toy aisle to bring kids and families engaging, enriched, addictive, and fun toys (Prnewswire.com, 2018). Over the last year, three trends need to be seen carefully by Lego to increase their sales and keep up with customer's needs. First, toys that inspire imaginations. According to the Toy Association's Genius of Play initiative, studies show that kids who play make-believe games are better able to self- regulate their emotions (toyassociation.org, 2018). From role play to open-ended buildings kits and larger than life play sets, toymakers have been developing imaginative toys for decades and have perfected these playthings for kids today. Second, Toys that Teach, a trend where companies have stepped up to the plate to create teaching toys in a significant way. Toys are now engaging kids in several different ways and often incorporating new technologies and licenses to get kids excited about learnings (toysassociatioin.org, 2018). Third, millennial nostalgia. According to The Toy Association, parents born between 1981 and 1997 make the majority of young parents in the U.S today. Since children's are obsessed with technology, these parents believe that is extremely important to engage with their kids on traditional toys and toys that they use to play while they were kids. For these reasons, companies are bringing back toys that are nostalgic and offer a tried- and-true play value for a new generation of kids to enjoy with their parents (toyassociation.org, 2018). 2.4. Market Size and Growth The toy industry is dominated by five main players: Mattel, Namco Bandai, Lego, Hasbro and Jakks Pacific. In 2016 their total global revenue was US$ 88.8 billion and according to Statista website, the global market for Toys and Games is projected to reach US$ 166.2 billion by 2024 (statista.com, 2018). In 2017 Toy industry sales grew by 1 percent, pushed by grew of collectibles toys and consumers positively reacting to social media-driven trends and lower price points (npd.com, 2018). 2.5. Buyer Profiles 2.5.1. Buyer Personas Legoland Florida Persona: Lucy Philips, married with children, a four years old girl and a 10 years old boy, living in Jacksonville, Florida. With a household income of $100,000 a year, Lucy primary goal is to balance between her full-time job and educate their children. With the summer approaching, Lucy wants to travel with their family throughout Florida and visit a theme park to connect and engage more with them. Lego Star Wars Persona: Jack Richards, has 27 years old, grew up in an upper-middle-class family in Chicago. After attending Chicago University and graduating with a 3.95 GPA, he
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The Lego Group
got transferred to work in a tech company located in San Francisco, California. Working for 3 years in a tech company and earning approximately $85,000 per years, Jack is a geek and Star Wars fan, with a collection that he started when he was a kid, he looks for quality products with durability so that he can continue his collection. Lego Video Games Persona: Ryan Mathews is a typical teenager from South Carolina. He has a safe, stable upbringing but has a few problems nonetheless. He has 17 years and just moved out from his parents to start university. Living by himself for the first time and beginning to have new responsibilities, video games are a scape for him, where he can have fun and enjoy free time. 2.5.2. Buyer Needs and Wants Being children in the 21st century is very different, and some would say more complex, than in previous times (theconservation.com, 2018). With traditional toys up to video games, children have a variety of products to ask for their parents on birthdays and special dates. With the natural access to social media and websites, kids are empowered more than ever to influence their parents while purchasing a product (dwamedia.com, 20116). Since toys are not a survival need and are not required on a daily basis, the consumers would still be happy if she lacked them. But at the same time toys are important because children learn by playing and toys are the instruments that allow them to discover the world they live. With a great variety of toys and videos games, companies need to create strategies to satisfy customer needs and wants. The most important factor that influences consumers decision is the price. Consumers want good value for their money and won't spend more than what they believe an item is worth. Other factors that affect buyers are quality, convenience, variety, warranty, and lifestyle. With the social media trend, buyers that are looking for toys, search for a product that has quality, it is safe and is a trend, that if you have is an indicator of status or popularity (userlike.com, 2017).
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3.0 Competitive Analysis 3.1. Primary Competition Lego primary competitors are Hasbro and Mattel. Mattel nowadays is the biggest toy manufactures in the world, a company specialized in products like Barbie dolls, Hot Wheels, Matchbox cars and board games. As the global leader, Mattel believes that they have the assets and products to inspire children and shape the future of the toy industry (mattel.com, 2018). Mattel revenue in 2017 was $4.8 billion (yahoofinance.com, 2018) Hasbro is an American company, that own several types of toys brands, which goes to puzzle games, up to dolls and electronic games. Considered the third biggest toy manufactured in the world, Hasbro net revenue in 2017 was $5.21 billion (investor.hasbro.com). 3.2. Competitor Products/Services and Pricing Mattel main products are Barbie, Hot Wheels, Mega Blocks and Fischer Price products. Focused on helping children to learn and develop through play, the company decided on 2018 to partner up with Quirky, one of the most significant collaborative invention community in the world, to reimagine Mattel's portfolio of products to drive growth for brands like Barbie, Fischer Price, and Hot Wheels (news.mattel.com, 2018). This main partner idea is to increase product development and invite consumers to submit new products ideas to support Mattel's vision to create more in-depth consumer connections and reimagine how children play, learn and grow. Hasbro main products are My Little Pony, Transformers, Nerf, Monopoly, Play-Doh, and Magic: The Gathering. In 2017 the company manages to grow their primary products segments in 5% in the U.S.A and 2% in the international section (investor.hasbro.com, 2018). In 2017, Hasbro announced a refresh of their ToyBox Tools sets, which was created in a collaboration with the Autism Project to help make play more accessible to children with development disabilities. Toybox is a collection of resources based on their principal products, like Transformers and My Little Pony that help parents, teachers, and caregivers to engage children in the joy of play (newsroom.hasbro.com, 2017). 3.3. Competitor Positioning and Market Share Mattel is a global learning, development and play company that inspires the next generation of kids to shape a brighter tomorrow. Though their portfolio, they create systems of play, content, and experiences that help kids unlock their full potential (news.mattel.com, 2018). In 2017, Mattel did not have a significant year, even with Barbie products growing 9% on sales, the company net sales were down 11%, with an operating loss of $348 million (news.mattel.com, 2018). The company managed to maintain number one toy manufacturer but will need to take aggressive action in 2018 to stabilize revenue and increase profit (yahoofinance.com, 2018). Hasbro is committed to creating the world's best play experiences, from toys and games to television, movies, digital gaming, and consumers products. Where the company is
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committed to making the world a better place for children and their families through joy, creativity, and connection (Hasbro.com, 2018). Hasbro market share in the USA in 2017 was 11.8% with a retail sale of $84.6 billion, where according to euro monitor analysts, the company is expected to grow 3% on 2018 (Hasbro.statistcs.com, 2018). 3.4. Competitor Marketing Analysis 3.4.1. Keyword Utilization Mattel uses the power of their principal products names to create their keywords. Products such as Barbie and Hot Wheels have their website. According to Google AdWords, the keywords Barbie and Hot Wheels are searched 100 thousand to 1 million on Google per month (Google AdWords, 2018). Hasbro focused on his famous brand's keywords, like my little pony, transformers and monopoly to generate awareness, branding and increase consumer confidence. According to Google AdWords, consumers search the keyword transformers, monopoly and my little pony 100 thousand to 1 million searches per month on Google (Google AdWords, 2018). Hasbro also focuses on keywords like action toys, girl's toys, toys & games and educational toys to increase the quantity and quality of traffic on their ads and website. During my research a realize that the two main Lego competitors need to develop more of their keyword utilization to have more organic and natural search on their websites. While searching for specific keywords like toys, kids play, learning toys, interactive toys I did not manage to find Lego, Mattel, and Hasbro SEO with these keywords. 3.4.2. Website Design and Usability Mattel has a simple website that connects with their visitors. Consumers can have a close look at what it is new in Mattel and in which stores they can find Mattel products. To search their brands, visitors can explore by categories or brands. As soon as you find the product, the website transfers you to their showing the price and motivating you to purchase the product (mattel.com, 2018). Their website design has particular a particular font and colors that help customers to identify them over the competitors. The website also has pictures that encourage visitors to scroll down and see more Mattel products. Hasbro has a detailed website that manages to engage with all their target consumers, with a good navigation system, visitors can search their products by brands, ages or prices (Hasbro.com, 2018). On their initial page, we are capable of seeing new featured products, games and digital games. Consumers call also shop on the website and get the product delivered directly to their house instead of visiting a retail shop. Hasbro has a good strategy for new visitors; the company calls their attention by inviting them to take a close look and learn more about the product instead of going directly to the price and purchase now.
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The Lego Group
Hasbro website design speaks with their customers, by using short product pictures and featured videos headlights that allow customers to understand the product values. The website also has a particular font to identify the company versus their competition. 3.4.3. Social Media Utilization Mattel is active on five social media platforms, Facebook with 302 thousand followers, Instagram with 103 thousand followers, Twitter with 80 thousand followers, Snapchat with 100 thousand followers and YouTube with 40 thousand subscribers. The company creates daily content on all platforms that vary between video and pictures showing new products and children engaging with them. But since Mattel have successful products like Barbie and Hot Wheels, the company created specific social media accounts on these products to have a more significant engagement with their fans and consumers. Barbie, for example, has 14 million followers on Facebook and 1 million followers on Instagram, that create daily content to target this specific segment. Having 14 million followers on Barbie is something incredible but at the same time jeopardize Mattel news products, products that still need a fan base to start growing on social media. Mattel needs to improve their engagement and interaction with customers to show to them, that the company is not only Barbie or Hot Wheels. Hasbro is active on four platforms, Facebook with 3.4 million followers, Instagram with 121 thousand followers, Twitter with 130 million followers and YouTube with 1.8 million subscribers. The company created daily content in all platforms but was clear to understand that they primarily focused on Facebook and YouTube, where on Facebook they create interactive products campaigns and on YouTube they create shorts cartoons videos based on their products that receives more them 1 million views per episode. This strategy manages to connect with specific audiences and boost engagement (adweek.com, 2017). According to my research, Hasbro has an outstanding SMO, where the company manages to build a solid reputation, encourage more engagement and sharing, and improve technical aspects to increase optimization like traffic, website visibility, and quick popularity. 3.4.4. Other Marketing Tactics Hasbro has a long history of creating TV episodes to market its brands. In 2017 the company produced his first digital-only YouTube series to launch a brand (thinkwithgoogle.com, 2017). The result was a success, where Hasbro provide their content at strategically chosen points over the year, that keeps engagement high and give viewers anytime access. On this YouTube strategy, the company looks on engagement KPIs like shares and comments, to analyze what viewers showed interest and used in future episodes and optimize their campaigns.
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The Lego Group
3.5. SWOT Analysis Strengths Opportunities
1. Strong product portfolio: 1. The brand has diversified into video Lego over the past six years has games, TV and Movies: increased his portfolio, with In 2014, The Lego Movie was released partnerships with Disney, Marvel, DC earning almost $470 million Comics, and Warner Brothers. Lego worldwide, becoming the fifth highest created successful line of products grossing movie in the United States in like Lego Star Wars Sets, Harry Potter 2014 (cayenneapps.com, 2016). With Sets, and Marvel Sets that represents the popularity of the movie, Lego almost 30% of their total revenue released in 2017 the Lego Batman (Lego annual report, 2017) movie, earning $307 million (imdb.com, 2017) and have already 2. Lego-based theme parks: scheduled a Lego movie sequel to be With nine locations Legoland has released in 2018. become an excellent revenue for The Lego Group, that consists in an 2. Diversify more into other segments: interactive theme park designed for With the successful partnership with families with children aged 2-12 years Disney Star Wars, Lego can diversify old, where they enjoy an exciting their portfolio with new trends, like world of adventure built of Lego virtual reality and Esports. bricks. (legoland.com, 2018) Weakness Threats
1. Imitation of products: In the past, 1. Competition: With competitors like Lego dominance was secured by Mega Blocks looking to undercut Lego trademarks and patents, but at the success, especially in a less expensive beginning of the nineties all essential manner, Lego may have trouble patents expired, and since then the keeping customers with lower company has been facing a flood of income. imitators like Meccano and Automoblox that are cheaper than 2. Video Games: With the advance of Lego products (mbaskool.com, 2017). technology, children’s now have access to other forms of 2. Price. Since Lego offers quality entertainment. Like the Minecraft products, their prices are considered video game, that provides a similar high in comparison with their main block building experience in a virtual competitor Mega Blocks and other realm (minecraft.net, 2018). building toys created by Hasbro and Mattel.
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The Lego Group
4.0 Marketing Strategies 4.1. Promotional Goals and Objectives The main idea of this marketing plan is to set short and long-terms goals focused in specific targeted customers to increase engagement rates, followers, brand awareness, website traffic and retain customers. The first goal, will be increase to twitter engagement by 200% in a week and answer all queries over Twitter within 24 hours. By creating weekly campaigns like the Star Wars #LegoCelebrity on twitter, where two Star Wars celebrities will ask for retweets to build a Star Wars sets to their fans, Lego main outcome is to humanize their brand and understand that every customer wants to feel you understand their needs and that they can relate to your brand (outbrain.com, 2017). When customers start retweeting and engaging with the campaign, Lego will immediately start answering all queries to create opportunities to build online presence and promote products. The second goal will be to grow Lego Facebook audience by 50 followers a week and during the next semester. By creating monthly campaigns like Lego Architecture and Summer is Lego, The Lego group will use this promotions to strength customer loyalty. Where by inventing them to share their ideas or moments, it will engage frequent Lego to always participate in these campaigns and have the chance to win a product. Third Goal will be to create YouTube videos as a way to present Lego brands in a fun, visual way and increase audience by 50 followers a week during the next month and increase 20% of comments after the video release. After the release of YouTube video, Lego will engage with our audience and appear more approachable to consumers. Fourth goal is to increase by 10% Lego VIP website subscriptions. Fifth, in order to promote Legoland parks, our theme will look for mommy blogs like freshmommyblog.com and the magnolia mom, to influence our target market, that Legoland is the best place to take your kids during summer. 4.2. Marketing Action Plan Lego will apply several campaigns during the year, but to have a better understanding of the marketing action plan, we will focus in a month where 5 campaigns are happening. Summer is Lego, a campaign on Facebook and Instagram that will focus on Increasing customer attendance at Legoland Florida, promote the parks and appeal that Legoland Florida is the best place to take their kids on a summer vacation. Where Lego will Invite targeted families to share a unique moment with their kids playing with Lego to have the chance to win a day in one of the Lego parks. The campaign will start on May 01 and will finish on June 03, using the hashtags SummerisLego, LegolandFlorida, and familytrip. With one post per day in both platforms, the campaign will start with an initial video post, explaining how to participate and how to visit Legoland Florida this summer. In each week, 4 families will have the chance to win, and their pictures or videos will be show in our platforms to encourage other customers to participate (see Appendix A). While engaging with customers through their posts and replying their comments, Lego will promote Legoland Florida parks and invite them to participate and visit the parks this summer.
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The Lego Group
Lego Celebrity, a Twitter campaign focus in promoting Star Wars products, and increase twitter followers. Due to the release of Star Was Han Solo movie on May 25, Lego will promote a Star Wars light versus dark battle, where two Star Wars characters will ask for retweets votes, and after a week of "battle," the winner will have the opportunity to build a new Lego set and answers fans questions while assembling. The campaign will start on May 18 and finish on May 25 and will use the hashtags, LegoCelebrity, LegoStarWars, KyloRules, and ReyRules. With three posts every day, the campaign will start with a picture explaining how it works and two videos post with the celebrities inviting fans to participate. The following posts will boost the battle between light versus dark and promote Star Wars Lego sets (see Appendix A). In this campaign the Lego team will reply all comments to show that the company care about their customers opinion. Lego Marvel Super Heroes 2, an Instagram campaign focused in calling customers attention to purchase the new Lego Video game. The main idea is to stimulate customers anxiety and drama to wait for the game release. The campaign will also engage with the audience to know about their expectations. Starting on May 01 and finishing on May 29., all posts will happen Tuesday and Saturday (see Appendix A). The following hashtags will be used to connected with customers, LegoMarvel, Superheroes2, and TheVideoGame. Lego Architecture Fill the Gap, a Facebook campaign focused to create brand awareness and promote Lego Architecture sets products. The campaign will invite customers to share their buildings "filling the gap" in the real world. The idea is to create a different perspective of the real building and make fans reimagine cityscapes around the world with their Lego bricks additions. The campaign will start on May 02 and finish on May 30. With posts every Monday, Wednesday, and Friday (see Appendix A), the campaign will use the following hashtags: #LegoArchitecture and #FilltheGap. Each week three pictures will be selected. With twelve finalists, Lego fans will vote in the best final three, that will win a new Lego Architecture set. Each post will promote the campaign works and show a different Lego Architecture sets that you can purchase on Lego Website. Lego Technic – 40 years of Challenging Fun, a YouTube campaign focused to create brand awareness and promote Lego Technic products. A celebration of 40 years of the Technic collection, showing employees assembling the newest technic sets and explaining each detail inspired by the real-world vehicle, that the set was based. The campaign will start on May 02 and finish on May 27. The videos will happen Tuesday, Thursday, and Sunday and will use the following hashtags: LegoTechnic, 40years, Challengingfun (see Appendix A). 4.3. Integrated Marketing Communications The idea of these campaigns is to raise awareness of products and generate leads for the sales forces. Where all social media will integrate directly with Lego website. Together with the campaigns Lego will integrate a relationship with customers to build brand loyalty and try to keep the customer for life. Lego will use vertical integrated marketing communication, where all products will fit in the mission and structure of Lego Group, where with continuous innovation and brand
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The Lego Group
loyalty, Lego uses their bricks products to create new ways of playing for children in both genders and adults with a young heart. Another strategy, will be to use the #interactivetoys in all Lego campaigns to introduce the idea that Lego is a unique brand that focus in all their customers and fans. 4.4. Customer Acquisition, Customer Retention, Conversion Each of Lego campaigns will focused on acquiring and retaining a specific target customer. On the LegoCelebrity campaign for example, that will focus on Star Wars fans persona with income to purchase our products, the company will engage directly whit each fan while they are voting for their favorite Star Wars character. This idea is to get a feedback of how they feel about Lego and allowing customers to speak for themselves plays a critical role in creating a positive customer experience during each campaign.
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The Lego Group
5.0 Content Publishing Plan 5.1. Distribution Strategy Focused on digital marketing inside Lego social media platform, Lego will use the goals detailed on section 4.0 to identify the idea customers, create content strategies and allocate resources to show to our customers the Lego is not just a money-making machine. Lego is a company that can inspire customers and creates shareable and memorable campaigns. For this reason, each social media campaign will create a personalized experience for our customers. Asking for retweets, pictures, and videos that will transform our distribution into something more personal to our customers. With a dedicated marketing team, Lego idea is to engage with at least 50% of their social media customers and convert them to enter on Lego Website. Lego will distribute targeted display ads and video ads, to convert Star Was fans into Star Wars Lego customers. Will create monthly promotions inviting customers to share their moments with their family to have the chance to win products. These distributions strategies main objectives are to increase the number of social shares across social media networks, increase Lego mentions, increase website subscribers and make them purchase our products. To this Lego will use Hootsuite, a platform that will integrate all social media platforms together and will help Lego to improve the effectiveness of his organic and paid ads distribution, expand our social media reach and monitor Lego brand with real-time social analytics solutions (hootsuite.com, 2018). 5.1.1. Brand Key Messages In this marketing plan, Lego is trying to create brand awareness and explore the power of each of their products to increase sales. Lego message that will be inside of their campaigns is "interactive toys," that will be varied by these two versions of key message: - Lego creates interactive toys to inspire and develop the builders of tomorrow. - With different interactive toys sets, Lego manages to recreate unique and quality products for all types of ages. For Lego Architecture sets, Lego will use the Keyword "Architectural Design," that will be transformed in the following key messages: - The Lego architectural design sets open a window to most incredible cityscapes from around the globe - Much more than a photo, the Lego architectural design sets recreate and explore the destinations that shape your life. To finish, one of the leading Lego products, is the Lego Stars Wars collection, to boost the keyword Star Wars Toys, the company will use the following key message: - Star Wars Toys are everywhere, but you never waxed so nostalgic about recreating the Millennium Falcon in Lego bricks. - Lego has the coolest Star Wars toys from the entire galaxy.
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The Lego Group
5.1.2. Message Targeting To target better Lego customers and future customers, a set of keywords will be used to impulse website traffic and help Lego targeted specific customers according to their needs. Interactive Toys: Lego is known for creating products that inspire children and made then use their creativity while interacting with the product. This keyword after a google and Bing research is not used by Lego. On Google AdWords, we found that customers make one thousand to one hundred thousand searches monthly on interactive toys (see Appendix B) Architectural Design: Lego recreated architectural design structures in bricks that copy famous world destinations, like New York City and Sidney. The company also create architecture buildings like the Guggenheim Museum and the United States Capitol building. This keyword is not used by Lego in web search engines and on Google AdWords customers make ten thousand to a hundred thousand searches monthly on this keyword (see Appendix B). Orlando Theme Parks. Lego has nine parks located in seven countries worldwide, who offers to families the opportunity to let their imagination run free and enjoy an interactive theme park. Their most important park is located in Florida, that compete against Disney and Universal Studios. This keyword is not used on search engines like google and big. On Google AdWords, customers make ten thousand to a hundred thousand searches monthly on this keyword (see Appendix B). Star Wars Toys: One of the most famous Lego collections is the Star Wars. With a partnership with Disney, Lego has created exclusive bricks sets using the Star Wars world. This keyword is not used by Lego in web search engines and on Google AdWords, customers make ten thousand to a hundred thousand searches monthly on this keyword (see Appendix B). 5.1.3. Message Placement The main idea of this marketing plan is to promote Lego products that meet the needs of our target market and make then understand that our product is better and different from our competition (business.gov, 2018). “Lego creates interactive toys to inspire and develop the builders of tomorrow” will resonate across all channels for brand awareness. “Lego has the coolest Star Wars toys from the entire galaxy “will resonate across Twitter to convert Star Wars fans into Star Wars Lego customers and create brand awareness. Summer is Lego campaign will resonate with mothers that are looking for a family vacation across the Instagram and Facebook channels, to increase Legoland Florida visitors. “Much more than then a photo, the Lego architectural design sets recreate and explore the destinations that shape your life” will happen across Facebook for brand awareness.
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6.0 References
Business.com. (2018). Why do I need a marketing plan? Retrieved from: https://www.business.gov.au/info/plan-and-start/develop-your-business- plans/marketing/why-do-i-need-a-marketing-plan Cayeneapps.com. (2016). Lego Group Analysis. Retrieved from: https://blog.cayenneapps.com/2015/05/27/lego-group-swot-analysis/ Ference, A. (2017). 7 Customers Engagement Strategies That Marketers Can not Ignore. Retrieved from: https://www.outbrain.com/blog/3-golden-customer-engagement-strategies- that-marketers-cant-ignore/ Freshmommyblog.com. (2018). Blog. Retrieved from: https://freshmommyblog.com Google AdWords. (2018). Keywords Analyzes. Retrieved from: https://adwords.google.com/aw/keywordplanner/home?ocid=260527630&__c=9175107870& authuser=0&__u=7348754974 Hasbro.com. (2018). Hasbro Reports. Retrieved from: https://investor.hasbro.com/news-releases/news-release-details/hasbro- reports-full-year-and-fourth-quarter-2017-financial Hasbro.com. (2018). Hasbro Website. Retrieved from: https://www.hasbro.com/en-us/ Hasbro Newsroom. (2017). ToyBox Tools Initiative Helps bring the Joy of Play to Children with Development Disabilities. Retrieved from: https://newsroom.hasbro.com/news-releases/news-release-details/hasbros- toybox-tools-features-new-resources-based-beloved-brands Hasbro Investor. (2018). Hasbro 2017 Results. Retrieved from: https://investor.hasbro.com/news-releases/news-release-details/hasbro- reports-full-year-and-fourth-quarter-2017-financial Hasbro Investor. (2018). Investor Presentation. Retrieved from:https://investor.hasbro.com/static-files/14f7ab53-f1b9-49c9-a38c- 8b33a63c1f6c Heine, C. (2017). Inside Hasbro’s Digital Transformation Into a Modern Toymaker. Retrieved from: http://www.adweek.com/brand-marketing/inside-hasbros-digital- transformation-into-a-modern-toymaker-and-advertiser/
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Hootsuite.com. (2018). Website. Retrieved from: https://hootsuite.com/products/amplify
Investopedia.com. (2018). Market Segmentation Retrieved from: https://www.investopedia.com/terms/m/marketsegmentation.asp Imdb.com. (2018). The Lego Batman. Retrieved from: http://www.imdb.com/title/tt4116284/ Lego.com. (2018). Lego Website. Retrieved from: https://www.lego.com/en-us Legoland Parks. (2018). Website. Retrieved from: https://www.legoland.com Legoland Parks. (2018). About Legoland. Retrieved from: https://www.legoland.com/about/ Mattel.com. (2018). Annual Report. Retrieved from: https://corporate.mattel.com/about-us/default.aspx Mattel Newsroom. (2018). Mattel and Quirky Partner to Help Reimagine Play. Retrieved from: https://news.mattel.com/news/mattel-and-quirky-partner-to-help-reimagine- play Mattel.com. (2018) Mattel announces Full year 2017. Retrieved from: https://news.mattel.com/news/mattel-announces-full-year-and-fourth- quarter-2017-financial-results-conference-call Mattel.com. (2018). Website. Retrieved from: http://www.mattel.com/en-us/brands-page Mba Skool. (2018). Lego Analysis. Retrieved from: https://www.mbaskool.com/brandguide/media-and-entertainment/5962- lego.html Minecraft (2018). Website. Retrieved from: https://minecraft.net/en-us/ Npd.com. (2018). Toys Market Research & Business Solutions Retrieved from: https://www.npd.com/wps/portal/npd/us/industry-expertise/toys/ Npd.com. (2018). Toy Sales Globally and in the U.S Both Grow by Percent in 2017. Retrieved from: https://www.npd.com/wps/portal/npd/us/news/press-releases/2018/toy- sales-globally-and-in-the-us-both-grow-by-1-percent-in-2017-reports-the-npd-group/
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Pr Newswire. (2018). Top Toys Trends of 2018 announced at New York Toy Fair. Retrieved from: https://www.prnewswire.com/news-releases/top-toy-trends-of-2018- announced-at-new-york-toy-fair-300600503.html
Ringen, J. (2018). How Lego Become the Apple of Toys. Retrieved from: https://www.fastcompany.com/3040223/when-it-clicks-it-clicks Strategyr.com. (2017). Innovatio & New Products Lauches Drive the Global Toys and Games Market. Retrieved from: http://www.strategyr.com/MarketResearch/Toys_and_Games_Market_Trends.asp ToyAssociation.com. (2018). Retrieved from: https://www.toyassociation.org/Trends Userlike.com. (2017). The 11 consumer needs. Retrieved from: https://www.userlike.com/en/blog/consumer-needs WordStream.com. (2018). Top SEO Toy Websites. Retrieved from: https://www.wordstream.com/blog/ws/2009/12/23/top-seo-toy-websites Yahoo Finance. (2018). Mattel Financials Retrieved from: https://finance.yahoo.com/quote/MAT.VI/financials?p=MAT.VI
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7.0 Appendices A. Editorial Calendar This editorial calendar explains how the campaigns will happen each day.
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B. Keywords Keyword analyzes using the Google AdWords platform.
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